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Companion Fare Email Test for Alaska Airlines

SERVICES: EMAIL STRATEGY

A control variant for the Alaska Airlines "60,000 bonus miles + BOGO" promotion.

Client
Alaska Airlines

Platforms
Email

Focus
Credit card applications

Impact
11% conversion lift

THE CHALLENGE
Alaska Airlines sent 2-3 emails every month encouraging Mileage Plan members to sign up for the loyalty program credit card.

Whenever we ran a “BOGO” offer in our email channel, customers on Reddit said the messaging was confusing, impacting sign ups.

The “BOGO” offer was for our Companion Fare benefit, where you can purchase an extra ticket for just taxes and fees when you sign up and get approved for the credit card.

THE STRATEGY
We tested three creative versions with slightly different messages in the email body to inform our offer strategy.

We split the email list into thirds to test the offer, using identical subject lines, CTAs, and banners.

Three email variants for the "60,000 bonus miles + BOGO" offer promoted by Alaska Airlines.

THE IMPACT
Variant 2 performed better than the control (Variant 3).

The test variants (1 and 2) drove the overall highest conversion rate with an 11% lift, with 90% statistical significance.

Lindsey Boisvin is an ad manager whose creativity comes out at night, just like the beloved raccoon. From tourism to manufacturing, her 10+ years of agency, in-house, and startup experiences at companies such as Costco and Alaska Airlines shaped her interest in digital marketing.

At Paper Raccoon Marketing, she creates ad campaigns and comms to drive sales and leads. She’s based in the Greater Seattle area.

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About Paper Raccoon

Paper Raccoon Marketing is a digital marketing and local advertising consultancy for hire run by Lindsey Boisvin. Paper Raccoon grows businesses through social media, web content, paid advertising, SEO, event photography, and more online services.

Lindsey is based in Washington state, serving nearby cities such as Seattle, Bellevue, Tacoma, Kirkland, Kent, Bellingham, and Redmond, and other major metropolitans across the United States.

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